Digital Displays Go Interactive
Hybrid (or interactive) digital displays will be the latest trend in point of purchase advertising. It can be hard to believe that a technology like digital displays, which is still considered by a few to be in its infancy, has moved into a "2.0" phase, but this is a field known for rapid innovation.
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The same as Web 2.0, this latest incarnation of digital displays focuses on interactivity to engage viewers and have them participating in this content displayed on the signs. So, so how exactly does it work and just what benefits does it bring? We'll answer those questions here.
Getting Viewers Involved
Volumes are already written about the effectiveness of digital displays. We all know that they attract a great deal more attention than static signs. We realize how to design them for optimum effect and we are needs to learn how to measure their ROI. With all the introduction of interactivity, industry analysts may lot more to talk about.
Interactivity alone is nothing new. Many stores have used interactive kiosks for years to aid customers find items, to offer them more information about their products, and to permit them to print coupons or shopping lists (e.g. from the gift registry).
By combining the interactivity from the kiosk with the broader reach of your digital sign, retailers can customize content and reach people for the first time. In turn, they can engage customers by using an entirely different level.
How Interactivity Works in the Digital Display
o Imagine walking through a clothing store. A youtube video clip of models wearing the garments are being displayed. You are invited to touch a "hotspot" on-screen and when you do the display switches to a interactive touchpad that lets you view sales promotions, current availability, and clothing combinations.
o You're shopping within the bakery department of the local grocery store and spot digital signs in regards to a new product. You move more detailed look and the content switches to some video about how easy it is to prepare the item and how it will fit into your family's diet plan.
o You are considering the options for lunch at the food court near your workplace. You see a message over a digital sign to text and lower your expenses. You text in and have a coupon on your cell phone that you can decide to use the counter and redeem.
These are just some of the possibilities of hybrid digital displays. And what are the benefits to retailers? Customers have a positive shopping experience and so are likely to spread the word about this; retailers learn which images and messages are attracting customer attention for them to plan future content; plus they can enhance their image like a cutting edge retailer that wishes to develop a relationship with their customers.
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